臺灣博碩士論文加值系統

近年隨著韓國文化在台灣帶起流行，韓貨服飾在台灣市場越來越受到來消費者喜愛，即便價格定位不菲依然吸引著者上門選購。台灣業者也紛紛推出標榜台灣製的韓式風格服飾，亦有服飾業者進口中國大陸製的韓風服飾，企圖搶攻這塊『韓流』服飾大餅商機。
去年美國發生了零售業破產潮，在18家企業中服飾零售業就高達6成。雖然台灣目前沒有出現這樣的倒閉潮，卻也值得台灣服飾業者省思，及早轉型創新改革應變，以期防範未然。資策會統計2017年台灣消費者網購比率高達45%，顯示近年來的新型零售趨勢，實體通路與網路通路的結合更能吸引消費者。
本研究以大同大學之在校學生做為研究對象，主要探討製造來源國與通路對消費者購買意願的影響外，並區分消費者的自我構念：獨立性、相依性以做為干擾變數進行研究。本研究共計有360人參與受測，回收整理後有效問卷為286份。實驗設計是採3 (製造來源國：韓國、台灣、中國大陸) X 3 (通路：有網路通路，無實體通路、有實體通路，無網路通路、網路通路與實體通路兩者皆有) X 2 (自我構念：獨立性、相依性)。
本研究經SPSS軟體進行統計運算，再依據信度分析、敘述性統計分析及變異數分析等模型進行結果分析比對。本研究之結果為，(1)製造來源國對消費者購買意願有顯著影響；(2)通路對消費者購買意願有顯著影響；(3)自我構念干擾對製造來源國對消費者購買意願不顯著，沒有干擾效果；(4) 自我構念干擾對製造來源國對消費者購買意願不顯著，沒有干擾效果。

In recent years, as Korean culture has become popular in Taiwan, Korean clothing has become more and more popular with consumers in the Taiwan market. Even if the price is more expensive, it still attracts consumers to purchase. Taiwanese companies have also launched the Korean style that flaunts the Taiwanese system. There are also apparel companies importing Korean-style clothing made in the Chinese mainland in an attempt to seize this "Korea-Style" apparel business opportunity.
In 2017, the United States experienced a wave of bankruptcy in the retail industry. In 18 companies, the apparel retail industry reached 60%. Although Taiwan has not experienced such a closure, it is also worthwhile for Taiwan's clothing industry to think about it and transform and innovate as soon as possible. According to the statistics of Taiwan's consumer online shopping, which was as high as 45% in 2017, it shows a new type of retail trend in recent years. The combination of physical sales channel and internet sales channel is more attractive to consumers.
This study takes the students of Datong University as the research object, and mainly discusses the influence of manufacturing countries and sales channels on consumers’ purchase intentions, and distinguishes the self-construal of consumers: independence and dependence as interference variables. the study. A total of 360 people participated in the survey, and 286 valid questionnaires were collected after recovery and recycling (Source: Korea, Taiwan, China) X 3 (Access: Internet sales channel, no physical access, Physical sales channel, no internet sales channel, Internet sales channel, and physical sales channel) X 2 (self-construal: independence self-construal, inter-dependence self-construal).
In this study, SPSS (Statistical Product and Service Solutions) software was used for statistical analysis and calculation, and then the results of the analysis were compared based on reliability analysis, descriptive statistical analysis and variance analysis. The results of this study are: (1) The manufacturing source country has a significant influence on the consumer's purchase intention; (2) The sales channel has a significant impact on consumers' purchase intention; (3) The self-construction disturbance influences the purchase intention of the manufacturing source country to consumers. Not significant, no interference effect; (4) Self-construal interference has no significant effect on the purchasing intention of manufacturing source countries to consumers, and has no interference effect.

摘要i
誌謝辭vi
目錄vii
表目錄ix
圖目錄xi
第壹章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究目的6
第四節 研究流程7
第貳章 文獻探討9
第一節 來源國9
第二節 通路12
第三節 購買意願14
第四節 自我構念16
第參章 研究方法22
第一節 研究架構22
第二節 研究假設24
第三節 研究變數定義及衡量問題27
第四節 研究問卷設計與資料蒐集29
第肆章 研究結果與分析33
第一節 信度分析33
第二節 敘述性統計分析35
第三節 變異數分析46
第伍章 結論與建議49
第一節 研究結論49
第二節 管理意涵50
第三節 研究限制51
第四節 研究建議51
參考文獻53
附錄61

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